Facebook Changes Product Branding To FACEBOOK

5 November 2019
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Facebook is introducing new branding for its services and products in an attempt to identify the business from its familiar app and site.


Instagram and WhatsApp are amongst the services that will carry the brand-new FACEBOOK brand name in the next couple of weeks.


The main Facebook app and site will keep its familiar blue branding.


The new logo design, which is in capital letters, uses "customized typography" and "rounded corners" so the company's other products and app look different.


The branding also appears in different colours depending on which item it represents. So, for example, it will be green for WhatsApp.


"We desired the brand to link attentively with the world and the people in it," Facebook stated. "The vibrant colour system does this by handling the colour of its environment."


Facebook's chief marketing officer Antonio Lucio stated: "People need to understand which companies make the items they use. We started being clearer about the services and products that belong to Facebook years back.


"This brand change is a method to better interact our ownership structure to individuals and organizations who utilize our services to connect, share, build neighborhood and grow their audiences."


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US Senator Elizabeth Warren has stated she wishes to break up the huge tech companies such as Facebook, Amazon and Google and put them under harder regulation.


This plan may be viewed as Facebook's method of countering, although Ms Warren - publishing on Facebook - said: "Facebook can rebrand all they desire, but they can't conceal the reality that they are too big and powerful. It's time to separate Big Tech."


Distancing the Facebook brand name - the blue app that's home to almost everybody, including your parents - from the trendier Instagram, a place for you and your friends, has always made great company sense for Facebook.


And it apparently worked: when Pew scientists asked study participants whether or not Facebook owned Instagram or WhatsApp, 49% of American grownups were "uncertain".


So why would Facebook make this change?


It brings a number of advantages. Front of mind: the firm is covering itself from allegations it conceals how effective it actually is by not making it definitely clear they lag most of the most significant apps in social media.


And Facebook likewise wants to ward off efforts to break it up, by making the case that the company isn't simply a conglomerate of different, distinct apps which might be quickly broken up by regulators. Instead, this rebranding argues the firm is one huge linked organism, called Facebook.


Facebook has come under criticism recently over a range of issues.


Its manager Mark Zuckerberg needed to deal with US legislators last month to discuss the company's policy on not fact-checking political adverts.


He likewise needed to defend plans for a digital currency, talk about the social network's failure to stop kid exploitation on the network, and was quizzed over the Cambridge Analytica data scandal.


Earlier in the year, Mr Zuckerberg stated the company was going to make modifications to its social platforms to enhance privacy.


These consisted of messages sent out through Messenger being end-to-end encrypted, and hiding the variety of likes an Instagram post gets from everybody but the individual who shared it.


Does rebranding always work?


Several other big companies have actually attempted rebranding in the past:


In 2001, British Airways turned tail on its plans to eliminate the red, white and blue Union flag from its airplane and replace it with "world images"


In the same year, Royal Mail rebranded as Consignia, just to switch back once again a year later on


Dunkin' Donuts dropped the "Donuts" from its name in 2015 to attempt to move more into the coffee industry and its share price has actually continued to rise


The moms and dad company of Paddy Power and Betfair began trading under the new name Flutter Entertainment in May this year. It stated the brand-new name "much better showed the variety of the group".


'If it ain't broke, do not fix it'


Manfred Abraham, chief executive of consultancy Brandcap, informed the BBC: "I make sure this will be an effective relocation for . After all, the moms and dad brand name stays strong, despite recent problems, and reminding consumers that Instagram and so on are all Facebook companies will help with cross-membership.


"The rebrand is unsurprising as it is following a trend - that of simplification. Many organisations are choosing a strong, however pared-back visual recognize and are brushing off 'style' in favour of plain."


However, Mr Abraham believed Facebook was right to leave the logo on its flagship social networks platform as it is.


"Facebook's main site doesn't require a rebrand. The old adage is true: if it ain't broke do not fix it."